Personalization & machine learning in 2018: From comms to content
Columnist Blaise Lucey discusses how marketers will need to look toward machine learning and data in 2018 to help them connect with their audiences.
In a saturated digital landscape where brand blindness is the norm and people see more offers and content in a day than they can even remember, marketers have their work cut out for them. But if there’s one common solution, it’s content so relevant that it’s impossible to ignore.
Personalization has been an agenda item for marketers for years, but it’s not easy to achieve. Sure, you can build personas and create marketing campaigns for them. But, as appealing as “Marketer Mark” and “Social Sally” can be in planning meetings, they’re still far too broad to effectively represent an individual’s journey.
We’re reaching a point where personalization at the individual level is the only way to resonate with an audience, whether that means a unique offer, a unique experience or a unique message.
In an IDC White Paper, sponsored by my employer, Criteo, and called “Can Machines be Creative? How Technology is Transforming Marketing Personalization and Relevance,” analyst Gerry Brown dug into the top ways marketers were trying to create personalized experiences.